What is Marketing Automation and what can

it do for membership?

Agnes Jumah, Head of Marketing and Events, @AgnesJumah1, @BritSafe

Presentation

• Our membership story and other stories

• Key elements of a marketing automation platform

• Sample member recruitment campaign

• Marketing automation tips

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Our membership story

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Our other stories

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Audit

Consultancy

Training

Qualifications

Awards

Events

Policy & Lobbying

Key to our engagement

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Email Marketing

Email marketing

Why do we spend so much time on email marketing?

• Acquisition

• Retention

• Loyalty

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Email marketing

Longevity of our membership organisation

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A greater customer lifetime value

A greater long-term revenue

Email marketing issues

• Falling opening, click-through or reading rates

• Deliverability problems

• Multiple mobile devices

• Ensuring the value/engagement with recipients

• Email marketing fatigue

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Email marketing

Question:

“Is it the end of email marketing?”

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Marketing automation

• Help you engage more effectively with your stakeholders

• Make your time spent on email marketing more efficient

• Clearly demonstrate revenue from campaigns

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£

Marketing automation

“Marketing automation enables marketers

to adopt an integrated approach to

generating, nurturing and converting

leads into customers by automating

various marketing techniques and

processes to optimise the marketing sales

pipeline.”

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Econsultancy

Marketing automation

Main elements of a marketing automation platform:

• Lead/Contact Management

• Campaign Management

• CRM Integration

• Email Marketing Platform

• Landing Pages and Content Creation

• Prediction/Scoring

• Analytics

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Marketing automation

Lead/Contact Management:

• Where do your leads or contacts come from?

• What journey do you want your leads or contacts to take?

• Who in your organisation manages your leads or contacts?

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Marketing automation

Campaign Management:

• Document your email marketing campaigns

• Manage persona journeys through campaigns not one-off emails

• Pre-written, pre-programmed, automated and/or triggered campaigns

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Email 1 Email 2 Email 3

Marketing automation

CRM System Integration:

• Platform should integrate seamlessly with CRM system

• Email marketing segmentation based on your data

• Results of campaigns added to contact data for single customer view

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EmailsCRM MA

Marketing automation

Email Marketing Platform:

• Replaces your existing email marketing platform

• Email templates available with responsive design

• Triggered campaigns and engagement pathways

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Marketing automation

Landing Pages and Content Creation:

• Create specific landing pages for campaigns

• Generate/repurpose lead generation/‘interest’ forms, content and emails

• Make the experience more tailored for your contacts

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Marketing automation

Prediction/Persona Scoring:

• Assign your campaign members a ‘sales readiness’ or ‘warmth’ score

• Indicates or predicts the best time to make contact

• Perfect fit, high interest leads based on demographics and interaction

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+8-6

+11 55

Marketing automation

Analytics:

• Basic analytics e.g. click-through reports

• Advance analytics e.g. best performing landing pages; lead capture forms

• Clear demonstration of your campaign success

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Sample member recruitment campaign

• Lead/Contact Management

• Campaign Management

• CRM Integration

• Email Marketing Platform

• Landing Pages and Content Creation

• Prediction/Scoring

• Analytics

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Sample member recruitment campaign

Lead/Contact Management

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Sample persona

• Mr P(otential). Member

• Safety professional

• Source: Bought data list

• Objective: Recruit

• Lead management: Marketing

team > Membership sales team

Sample member recruitment campaign

Campaign Management:

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Email 4: Case study

Email 1: Know-how guide

Email 2: Video

Email 3: Stats infographic

Email 5: Membership offer

Sample member recruitment campaign

Landing Pages and Content Creation

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• Email 1: Know-how guide

• Email 2: Video

• Email 3: Infographic

• Email 4: Case study

• Email 5: Membership offer

Creation of emails, landing pages and lead capture

forms for entire email campaign:

Interesting info

Contact data e.g.

segmentation criteria

based on new data list

CRM Integration

Sample member recruitment campaign

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Marketing

Automation

platformCustomer Relationship

Management platform

Analytics e.g. Delivery,

opening, website visits

Sample member recruitment campaign

Email Marketing Platform

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Marketing

Automation

platform• Email 1: Know-how guide

• Email 2: Video

• Email 3: Infographic

• Email 4: Case study

• Email 5: Membership offer

Sample member recruitment campaign

Prediction/Scoring

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56Lead score

Future action:

More nurturing

emails to maintain

positive

engagement or

Pass to sales team

for converting to

membership.

Has opened/downloaded/viewed

• Email 1: Know-how guide

• Email 2: Video

• Email 3: Infographic

• Email 4: Case study

• Email 5: Membership offer

Campaign analytics:

Sample member recruitment campaign

Analytics

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Marketing

Automation

platform

• Clicks on member

benefits links

• Downloads of

infographic

• Landing page visits

• Number of recruitment

leads created

• Video views

• Memberships sold as

a result of campaign

Intel for next campaign

Marketing Automation Tips

10 top tips for starting your marketing automation journey

1. Write a business case that everyone buys into

2. Get external support; read lots and access online info sources

3. Work with others internally to agree how lead/contact management could work

4. Get data in your CRM as clean as possible

5. Don’t rush the vendor selection process

6. Invest in staff training across the organisation (not just marketing)

7. Keep everything as simple as possible

8. Collate your most useful and engaging content to share with your audiences

9. Document everything on your marketing automation journey

10.Keep your eyes on the prize and try to have fun as it will be challenging!

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